International Marketing Assignment PDF
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Added on 2020-12-29
International Marketing Assignment PDF
Added on 2020-12-29
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International Marketing
EXECUTIVE SUMMARYThe report is based on an international clothing brand Zara. The firm wants to expand itsbusiness in China and this will require several strategies and plans including marketsegmentation, marketing mix, positioning, internationalisation and marketing strategy. This willhelp to determine market of China and also position of Zara in order to establish business inChines market.
Table of ContentsEXECUTIVE SUMMARY.............................................................................................................2INTRODUCTION...........................................................................................................................1Country profile............................................................................................................................1Environmental analysis...............................................................................................................3INTERNATIONALISATION/EXPANSION.................................................................................4Market strategy............................................................................................................................4Zara SWOT analysis...................................................................................................................5Market segmentation........................................................................................................................6MARKETING MIX.........................................................................................................................7CONCLUSION................................................................................................................................9REFERENCES..............................................................................................................................11
INTRODUCTIONInternational marketing can be described as simple application of marketing principlesacross the globe which helps in creating awareness about services of firm worldwide. Maketingacross foreign boundaries is also beneficial for expanding business and operational activities.However, there is a crossover between what is commonly expressed as international marketingand global marketing, which is a similar term. The report is based on international expansion ofZara in China. Zara SA is a Spanish fast fashion retailer firm founded in 1975 by AmancioOrtega and Rosalia Mera. The fashion retailer provides luxury clothing and other accessories formen, women and kids. Zara expanded its domestic market during the 1980s after opening the first store in LaCoruna. The international expansion started with opening of store in Oporto, Portugal in 1988.At present, organisation is operating over five continents with over 1,700 stores. The brandimage is highly standardized and the firm is now more focused on fashion trends.The report will cover environmental analysis of China along with country profile. Inaddition to this, marketing strategy and swot analysis in order to determine own strength andweaknesses to take advantage of future opportunities such as business expansion. Finally, thereport will demonstrate market segmentation and marketing mix in the context of Zaraeffectively. Country profileChina is one of the most populated country and has a large market including successfulefforts of retail industry. Zara as a huge global phenomenon of expanding its market andambitions in the major emerging market of China. There is a stiff competition in China fromother global brands including Uniqlo and H&M (Surugiu and Surugiu, 2015). In accordancewith sucss of global brands in China, it is expected that spending of consumers will increase onclothing in the future. 1
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